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The Northern Cape Tourism Authority’s international marketing strategy objectives are to encourage tourism growth seen through increased numbers, as well as increased length of stay and expenditure by international visitors (from key and emerging markets) to the Northern Cape through a segmented marketing approach and to exceed average national growth levels realising the following objectives:

Domestic strategy

Marketing at home
Our domestic markets, South African and provincial, remain the biggest contributors to tourism revenue and numbers within the Northern Cape ad therefore remain an important market segment for the marketing team to cultivate and entice to experience that what is uniquely Northern Cape.
Marketing Strategy
The Northern Cape Tourism Authority’s marketing strategy objectives is to encourage tourism growth increased numbers, as well as increased length of stay and expenditure by provincial visitors (inter province) and domestic (national) visitors to the Northern Cape through segmented marketing approach and to exceed average national growth levels.

our brand

At the heart of the “Experience Northern Cape” brand is a robust understanding and appreciation of what the Northern Cape stands for, which can then be applied with value and consistency across a broad range of domestic and international tourism stakeholders.

The Northern Cape brand differentiate the destination from other provinces within South Africa (although part of it) to offer a unique visitor experience. The NCTA has developed an all-embracing brand promise which can be applied with equal relevance and consistency across a broad range of audiences and destinations to ensure we all deliver to the brand.

The NCTA has produced brand guidelines to assist in communication of the brand so that all tourism stakeholders and the industry can identify where they fit and how they can use the Northern Cape brand to deliver on the brand proposition. We have developed an extensive corporate brand toolkit which will allow all tourism stakeholders and trade to better coordinate the Northern Cape brand architecture so all can use it with equal relevance. With a single brand promise as well as aligned look-and-feel and tone-of-voice we can all benefit from cumulative brand strength.


Adrenaline junkies, adventure-seekers and outdoor enthusiasts are spoilt for choice with activities ranging from rock climbing to white river rafting, 4×4 trails, adventure motor-biking, paragliding and fly-fishing. The landscape is particularly well suited for rugged 4×4 adventure trips with the AisAis/Richtersveld Trasnfrontier Park being a must see destination in this regard.


The Northern Cape promises to enchant visitors with its incredible natural beauty and variety. It is a celebration of encounters and the exploration of the great outdoors and visitors are invited to experience the magic and mystery that lies at the essence of this uniquely appealing tourism destination.

The province is divided into five regions with six national parks, including two Transfrontier parks crossing into world-famous safari destinations such as Namibia and Botswana, as well as six provincial nature reserves, to of the largest rivers in South Africa and three legendary deserts. Each region will capture the imaginations of those who dare to explore it and its ancient mysteries.


The province’s magnifying appeal is steeped it its rich archaeological heritage tracing ancient tribes like San (Bushmen), Nama and Griqua and continues to pay homage to its culturally diverse history. The history of this region is deeply rooted in a proud mining tradition and the Old Copper Way presents visitors with the chance to follow in the footsteps of explorers of yesteryear.

Kimberley is often referred to as the city that sparkles and is both the capitol of the Northern Cape and the heart of the Diamond Fields region. The diamond city was the location for the infamous diamond rush in 1866 and one of the greatest sieges of the Anglo-boer wars.

Marketing opportunities

The marketing team deliver innovative marketing campaigns into the Northern Cape and South African target market to support the overall objective of increasing domestic tourism contribution to the provincial economy. 

Find out how you can get involved in NCTA’s campaigns. Currently the NCTA is seeking private sector partners to cooperate in its domestic (Northern Cape/South Africa) consumer marketing campaigns. 

Campaigns are developed with relevant partners to support one or more of the following themes: 

For further information, please email Dianna Martin, Marketing Partnerships: [email protected]
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